evelynchou

Are You Still There?

In Marketing on 2011/11/08 at 3:03 PM

Dear friends,

I hope you are well. And you are still interested in reading my blog, laughing and learning those little touch points of your life. I have been moving my blog to evyfindstheway.com where I have more control over gadgets and settings.

My latest post is about Steve Jobs and his impact to me. Check it out and let me know what you think :)

Peace! Hope to see you at evyfindstheway.com

Evy

How to Bring a Sweet Valentine’s Day to Your Customer, Your Colleagues, or Your Sweetheart

In Advertising | PR | Creatives, Business, Inspiration, Viva-La-Vida on 2011/02/14 at 4:42 PM
Today is a day belonging to those who are in love. Yes?

Today is a day dedicating to Hallmark cards, chocolate, and bundles of roses. Yes?

Today is a day expressing your affection to those you’re in love with. Yes?

 

Chocolate for ValentineValentine's Day RosesWell, sort of. But not exactly.

I’d say today is a day making people around you to feel your love and appreciation, for being who they are.

And it’s never too much to say “Thank you, I love you” (or “I appreciate our relationship”) even Thanksgiving was only 3 months ago. After all, we all want to be loved.

Think about what you and I can do to make a sweet Valentine’s day (without filing a chapter 11 tomorrow morning).

  • What are the most valuable items of your recipient?
    Oftentimes we create surveys or ask questions to understand people we care about but then we miss the opportunity to take actions by showing these people “yes, we hear you and understand your needs.” I gave my boyfriend a pair of workout gloves because he once told me that he got callus by lifting weight on a regular basis. Even though I totally let off the secret by asking his hand size, I know that is something he will find it useful. And I guess we all want to deliver the same value by providing what our recipient wants the most.
  • What is your delivery method?How to deliver a Valentine's Day appreciation at workplace
    Have you every given something but did not get the expected feedback from the recipient? If so, consider how you deliver your message. For any type of appreciation, you want to make sure you find the right voice. If you’re in a B2B company and you would like to wish customers a Happy Valentine’s Day, utilize your staffs who are constantly in contact with customers. Your best delivery channel is your staff.
  • Are you creative enough?
    Let’s face it. We are all information overwhelmed. If you start typing “Valentine” on Google, you will find thousands of queries suggesting thousands of things whether it’s about dining location or gift selection. Among all the information we receive, only creative one stands out. I am often intrigued by creative messages coming from someone I’m totally not expected, and this year International Sign Association’s email message totally caught my intention. Do you have an event coming up? Do you have a new product launch? Consider utilizing Valentine’s Day to give your customer a sweet surprise!Creative email campaign - Valentine's Day
  •  What’s beyond an exclusive Valentine’s Day?
    I have seen some sites taking a step further and embracing the “pay it forward” idea by providing charity services or some very neat cause-marketing campaigns. (Read “Re-Booting Valentine’s Day for Good” from Fast Company) In a nutshell, Valentine’s Day is about love and making this world a warmer place. Yes?
What do you do to celebrate Valentine’s Day?

 

      

 

 

Insight into social media in Asia

In Business, Marketing, Social Media, Taiwan on 2011/02/03 at 2:22 PM

Have you ever wondered how people in different countries use social media? Have you ever thought the impact of social media might not be as massive in Asia as in the States?

I had the fortune to meet with the EVP of Yaffe Group, Michael Morin, to discuss how people adopt social media in countries like Taiwan or China. As we chatted along, there are several insights I would like to share:

  • Different Internet user behavior
    Chinese-Internet-Users-infographicWith increased amount of Internet users from China or any other Mandarin (or similar dialect) speaking countries, the whole world is giving more emphasis on this huge opportunity-land has yet to come. However, many companies have ignored the fact people use Internet differently than how we use it here in the States (or Europe). For most of the people in the States, AIM & MySpace is probably a high-school thing to be addicted with, but in Asian countries there are still many types of chat rooms and forums such as MSN, QQ, and even a unique terminal-based bulletin board system (BBS). Those platforms are very popular among people aging from 16 to 40 years old. They use online channels to chat, listening/downloading music, playing games, or reading news and blogs. That whole different user behavior is likely to change how companies / brands utilize Internet channels and to format their messages. (Source: 

    Chinese Internet Habits vs. the US)

  • Platforms & channels aren’t connected & integrated as much as those in the States.
    Nowadays you probably have seen Facebook or Twitter icon popping up everywhere from print materials or TV commercials. As the rise of social media, marketers who are used to traditional channels have to learn how to embrace and utilize these new channels and start conversing with customers. In Asia, however, things are seemingly different: each communication channel is still exclusive in its own purpose and content. Take one of the largest BBS in Taiwan, PTT (telnet://ptt.cc), for example: the site currently hosts 150,215 visitors, with the diverse user coverage from current students to graduated alumni. The user number might be far less than that of major social media sites likes Facebook or Twitter. But imagine 90% of the universities have their own BBSBBS-PTT-Taiwan-social-media-sites, and almost every student is active in more than one forums on BBS, the power of this channel can easily be multiplied. However, companies and brands rarely get the chance to get into this channel and I believe part of the reason is topics discussed in BBS are students-oriented (whether being tips of certain classes or information about studying abroad). Information covered can still be broad enough for individuals but too narrow to get in for advertisers or marketers. In short, I think “localization” & “exclusiveness” are still very common phenomenon in many communication channels in Asian countries. And that is why they aren’t integrated with one another.

  • Branding & engagement is still an undefined expertise.
    Many of advertisers or marketers in Taiwan or China might disagree with me on this, but in general, I do not believe local companies (whether as big as Foxconn or as small as mom-and-pop shops) understand what PR / marketing / advertisement is about. Let alone social media, branding, or engagement with customers. Yes, you might still see fancy TV commercials or shiny billboards in municipal cities like Taipei, Beijing, or Shanghai. But look more closely, the majority of brands advertised are global brands like Sony, Pepsi, or McDonald. You can get a glimpse of what I am talking about by this Top 10 Chinese New year TVCs (http://www.campaignasia.com/Article/246863,top-10-chinese-new-year-tvcs.aspx) and you can probably tell the difference of messages delivered in Asian countries (China, Taiwan, Singapore…etc) between those here. “Families and friends” are more emphasized in commercial messages (“exclusiveness”, echoing my second point above), and less focus on corporate images or brands. Creativity is another factor influencing how companies or brands portray themselves. According to Tim Broadbent, AdAgeChina, that “Ads are mainly used to convey product facts. They are more likely to show a demo of the product composition, together with multiple product messages. They are less likely to use humor or music, and, crucially, fewer appeal to the emotions.

The usage of Internet and the number of people with higher purchasing power in Asian countries might be increasing, but to engage with customers with various social media channels, companies there still have a long way to go.

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